From perceived green product quality to purchase intention: the roles of price sensitivity and environmental concern

Purpose This research seeks to address the existing gaps in the literature by rigorously investigating the influence of consumers’ perceived green product quality (PPQ), price sensitivity to green products (PRS) and environmental concern (ENC) on their intention to purchase green products (GPI) within the context of green circular economies. Furthermore, the study will explore the role of PRS as a mediator and ENC as a moderator by applying the price-expectancy model (PEM) and social exchange theory (SET). Design/methodology/approach The purposive sampling technique was employed to analyse 412 online survey responses from consumers, utilising partial least squares structural equation modelling (PLS-SEM). Findings The findings indicate a positive relationship between PPQ and PRS and PRS and GPI, contradicting the hypothesised negative associations. This suggests that as consumers become increasingly price-sensitive, they perceive green products to possess higher quality without diminishing their purchase intentions. Additionally, PPQ is positively associated with GPI, implying that enhanced perceptions of quality directly contribute to an increased intention to purchase green products. Furthermore, the results demonstrate that while ENC moderates the relationship between PPQ and PRS, its practical significance is limited. Practical implications This research emphasises to marketers that they should prioritise quality features while addressing PRS, particularly for environmentally concerned consumers, which can effectively shape consumers’ GPI. Originality/value This study’s originality lies in its integration of PRS and ENC within green consumerism. This offers valuable insights into green marketing and provides marketers with practical strategies to tackle the challenges of the circular economy.